Emotional Drivers Steer The Fate Of Brands

Advertising Age’s Marketing 50 Awards 2008

Derrick Daye — Wed, 10 Dec 2008 00:01:00 +0000

Earlier this month Advertising Age announced their selection for the Top 50 marketing ideas of 2008 and the marketers behind them. This February they will be honored in New York. Congratulations to this years nominees…

•    AmEx Members Project
Belinda Lang, American Express Co.
•    Bakugan Battle Brawlers
Ronnen Harary, Spin Master Ltd.
•    “The Biggest Loser” Product Line
Mark Koops, Reveille
•    Blu-Ray
Chris Fawcett, Sony Electronics Home Product Division
•    Bounty
Brad Schwan, Procter & Gamble Co.
•    Campbell’s low-sodium soups
Lisa Walker, Campbell Soup Co.
•    Carol’s Daughter
Steve Stoute, Carol’s Daughter
•    CTS
John Howell, General 5Motors Corp.
•    Coors Banquet
Andy England, MillerCoors
•    Dunkin’ Donuts coffee
Audra Schlegel, Procter & Gamble Co.

•    Fiber One
David Clark, General Mills
•    Flip
Simon Fleming-Wood, Pure Digital Technologies
•    Garmin
Jon Cassat, Garmin International
•    Garnier Nutritioniste
Carolyn Holba, Maybelline Garnier
•    “Grand Theft Auto IV”
Alex Moulle-Berteaux, Rockstar Games
•    GreenWorks
Jessica Buttimer, Clorox Co.
•    G2
Carla Hassan, Gatorade
•    Häagen-Dazs
Katty Pien, Haagen-Dazs
•    Hard Rock Hotel & Casino Las Vegas
Phil Shalala, Hard Rock Hotel & Casino, Las Vegas
•    Hilton Hotels
Adam Burke, Hilton Hotels Corp.
•    Honest Tea
Jesse Merrill, Honest Tea
•    Hulu
Jason Kilar, Hulu.com
•    iPhone 3G
Phil Schiller, Apple
•    Jawbone
Elizabeth Bastiaanse Hamren, Aliph
•    Jim Beam
Rory Finlay, Beam Global Spirits & Wine
•    Kroger
David Ciancio, Kroger Co.
•    LZR Racer
Craig Brommers, Speedo USA
•    Mac & Cheese
Mary Sagripanti, Kraft Foods
•    Malibu
Mike Weidman, General Motors Corp.
•    NBA playoffs
Carol Albert, National Basketball Association
•    New Prototype
Steve Battista, Under Armour
•    Pur Flavor Options
Bruce Lux, Procter & Gamble Co.
•    Rihanna Umbrellas from Totes
Kristen Stary, Totes-Isotoner Corp.
•    Sabra
Rodrigo Troni, Sabra Dipping Co.
•    Secret Clinical Strength
Janine Miletic, Procter & Gamble Co.
•    Sobe LifeWater
Jeff Dubiel, Sobe
•    Southwest Airlines
Kevin Krone, Southwest Airlines
•    Special K
Teresa Lindsey-Houston, Kellogg Co.
•    State Farm
Mark Gibson, State Farm
•    Sweet Tea
Neil Golden, McDonald’s Corp.
•    Taco Bell Late Night
David Ovens, Taco Bell
•    Tofurky
Seth Tibbott, Turtle Island Foods
•    TouchSmart
David Roman, HP Personal Systems Group
•    True Religion
Chana Taft-Schuman, True Religion Brand Jeans
•    Uniqlo
Jean-Emmanuel Shein, Uniqlo USA
•    Vitamin Water
Rohan Oza, Glacéau
•    Whopper
Russ Klein, Burger King Corp.
•    Wii Fit
Cammie Dunaway, Nintendo of America
•    WIN detergent
Jeff Crow, WIN Products
•    Zyrtec: Rohinish Hooda, Johnson & Johnson Consumer Healthcare

The Blake Project Can Help: The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

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Branding Trivia

Derrick Daye — Sun, 12 Aug 2007 00:01:39 +0000

In most product categories, price is the primary purchase incentive for what percent of all customers?

15% to 35%

Sponsored By: Marketers Seeking Employment

Emerging Brand Issue: Brand Value Calculation

Derrick Daye — Sat, 11 Aug 2007 01:28:35 +0000

There is an ever-increasing pressure on marketers to quantify the impact of brand management activities and investments on short and long term business results. Given the growing recognition that much of a company’s value derives from its non-tangible assets (such as its brands), public accounting firms will increasingly try to quantify the value of brands and their ROI, perhaps in ways that are overly simplified and not acceptable to marketers. Marketers would be well advised to take the lead in this exercise.

The Blake Project Can Help You Increase Your Brand ROI In: The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

FREE Publications And Resources For Marketers

EquiTrend Brand Leaders

Derrick Daye — Fri, 29 Jun 2007 00:04:00 +0000

This week Harris Interactive released the 2007 results from EquiTrend, a renowned annual brand equity study that measures and compares over 1,000 brands across 39 categories.

Among the brands included in this study, there are six brands that stand above all others:

• Hershey Kisses Chocolate Candy has achieved the highest overall “Brand Equity” score (79.5) as well as the highest “Overall Relevance” score (77.2) among all 1,120 brands measured.

• Coca Cola and Heinz Ketchup both scored 98 percent “Familiarity” rating among respondents, the highest of all brands measured.

• St. Jude’s Research Hospital was noted as having the highest quality score with an 8.54 out of possible 10.

• Kraft Foods, Inc. has captured the highest “Purchase Consideration” among brands measured with a score of 8.55 out of a possible 10.

• Craftsman Tools appears to have earned the attention of consumers and gained the highest score for both “Brand Expectations” (7.65) and “Trust “(8.55).

• Bentley Automobiles seems to have set itself apart not only among automotive brands but among all 1,120 brands measured as it scored the highest rating for “Distinctiveness” (7.61).

“These brands are to be commended for not only have they made themselves known – they’ve made their brands relevant to their consumers,” said Carol Gstalder, Senior Vice President, Brand & Strategy Consulting Practice, Harris Interactive. “They have created consumer expectations for a positive experience with their brands, and most importantly, they’ve delivered on that brand promise.”

EquiTrend provides insight on all 1,120 brands included in the survey based on six base measures, including: Familiarity, Quality, Purchase Consideration, Brand Expectations, Distinctiveness and Trust. From these base measures “Brand Equity” and “Overall Relevance” are calculated for each brand (See the methodology for details).

EquiTrend has been designed to be a concise and efficient way to measure the bonds that exist between the consumer and brands. Key measures help determine a brand’s stance among its competitors, within other categories, and in comparison to world-class brands overall. Brands that utilize EquiTrend are also able to break down results to understand their brand measures by various audience segments including such segments as influentials and teens.

Methodology

• The EquiTrend study is a brand equity study conducted online once yearly by Harris Interactive.

This year’s study was conducted among 27,555 U.S. consumers ages 15 and over between March 20 and April 3, 2007. The total number of brands rated was 1,120. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,050 ratings.

• Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of gender, age, education, race/ethnicity, region and income. Data from respondents ages 18 and over were also weighted for their propensity to be online.

• A brand’s Equity score is determined by a calculation of Familiarity, Quality and Purchase Intent, as a way to further our understanding of a brand’s overall strength.

• Overall relevance is a brand Equity score derived from responses from all respondents, even those who are not familiar with the brand. This scoring measure provides a context to understand a brand’s strengths among all consumers, regardless of Familiarity. Similar to Equity, a brand’s Overall Relevance score is determined by a calculation of Familiarity, Quality, and Purchase Consideration.

Harris Interactive is the 12th largest and fastest-growing market research firm in the world. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods.

Posted with thanks to Nancy Wong at Harris Interactive.

The Blake Project Can Help: The Brand Positioning Workshop

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BSI & WSJ: Innovative Branding Search

Derrick Daye — Tue, 05 Jun 2007 01:21:45 +0000

Can you help? I’m a Wall Street Journal reporter working on a series of articles about small business branding. I’m looking for examples of smaller companies (50 to 500 employees) that have developed innovative branding campaigns and have a story to tell about what has worked and why it was particularly successful for a smaller company.

As marketers, what unique stories can you share? Please share them all. I will be in touch with the commenters whose stories best meet our criteria.

Thank you!

Simona Covel
WSJ

The Blake Project Can Help You Increase Your Brand Loyalty In: The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

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